1. Capturing Your Backyard Business
Climbing to New Heights

2. Capturing Your Backyard Business
The Backyard Rules
Who’s in My Backyard?
Know Thy Neighbor
War Board Strategy: Retain and Shift Share
Tools for the Backyard

3. The Backyard Rules The Rule of AHA!
Attitude- Your driving force to succeed!
Humor – The key to making others comfortable around you.
Action- Walking your talk.
Attitude: You mental attitude is your driving force to success in every endeavor in your life. Not a process- but a discipline and a commitment.
Humor: Its not just being funny. Its how you see things- your ability to find and create humor is key to making other people feel good in your presence.
Action: Walking your talk! Having a clearly defined set of goals and a plan that you are prepared for – ready to lead! Have FUN doing it!

4. Who’s in my Backyard? Identify your Target Area
Cultivate Hit List – retain and shift
Use New and Existing Tools
5 blocks to 5 miles – depending on where you are located

5. Who’s in my Backyard? Hotelligence Delphi or Sales Pro
Internet-
Zapdata part of D&B there is a moderate cost associated
Others are free

6. Who’s in my Backyard?
Google Earth

7. Who’s in my Backyard?
Superpages

8. Who’s in my Backyard?
Yahoo

9. Who’s in my Backyard? Looking for Hot Prospects??
Work smarter than your competition
Keep it simple
Remember that your best new prospects are your present clients!
They know you
They like you
You have established a rapport and confidence
Priority of the Backyard -Retain and Share Shift
You are a farmer – go up and down the street to your neighbors barns in search of cows and milk, instead of Your Cows in Your Barn full of Milk!
Sales is the Same!

10. Know Thy Neighbor Get in the Hood! Put your feet on the street!
Network more than you have ever networked!
The single best way to build NEW relationships, is through existing relationships.
If you are not out there 4-6 hours a week you will lose your client to someone who is.
Networking – not with our industry orgs but with our vertical market organizations – ones where you can be the sole provider and shine!

11. Know Thy Neighbor Guard your present clients with your life!
Invest time and resources in the relationship.
Question: What would happen if you lost two of your top 10 clients to your competition?
What’s your plan to be certain that does not happen?? Ouch!!

12. Know Thy Neighbor It’s the relationship, NOT the price!
When business isn’t expanding, competition will try to steal them with lowering price.
Your biggest opportunity is to build a relationship with value
Question: What new ways have you created to build relationships?
I would rather have 100 satisfied clients to do business with, than 1,000 prospects.

13. Know Thy Neighbor Learn the joy of rejection!
Develop your “personal kevlar” by making calls in the backyard.
More people will be saying “No!” to you
Get over it!
New New Question: What do you say when someone tells you NO?
What should you say?
I want you to redefine rejection- they are not rejecting you- just the offer you are making them at the time.

14. Know Thy Neighbor
Regain the tenacity you had as a 4-year-old in the grocery store asking your mom for a candy bar, and not taking ”no” for and answer!
How tenacious were you then?
Ask yourself, “Am I giving up too soon?”
If you need help in this area take your child to shopping!

15. Know Thy Neighbor
Work while others sleep- the earlier you rise the better chance you have of beating the competition.
It’s not up to your company (hotel), its up to you!
Take responsibility and ownership to lead your team members – set goals to retain and share shift!
You have been given a bag of cement and a bucket of water- you can build a stepping stone or a stumbling block- the choice is up to you.

16. Retain and Shift
War Board is how we track our progress and success- recommend this in three month intervals- Q3 July 1st!

17. Retain and Shift Create a War Board Recommend 2 Accounts per person
Owned Account / Aspirational Account
We need to determine the total value of the account in estimated room nights and revenues.
You may have to o a deep dive into the competitive hotel as a part of this process to really have a 360 approach to their business

18. Retain and Shift How Well Do We Know Our Neighbor?
All types of business using hotels
Most important needs for each type of business
All decision makers
Reasons for hotel selection
Works across all segments;
Group
Transient
Catering
No one is excluded- The Backyard Project is a team sport!

19. Retain and Shift Inspire Healthy Competition
Review the War Board weekly and share progress among the team
Discuss how your Backyard approach is working
Follow Up, Follow Up, Follow Up-Close the loop to close the sale!!
Create an internal “fun” incentive for the department.
Movie tickets, Starbucks, or Lunch with the GM
Reward Success

20. Tools for the Backyard Who to call in your backyard?
Suggested Market Segments
Contact within Organization
Suggested Qualifying Questions
Backyard Qualifying Form

21. Capturing Your Backyard Business
Questions ???

22. Table Exercise Table Exercise:
As a group, select one Market segment from the Who To Call Document.
Using one of the Internet mapping sites you learned, find backyard businesses for each of your hotels in that market segment.
Report out on the market you chose and one NEW backyard account in that market for each person.

23. Capturing Your Backyard Business
Keep Climbing to New Heights!!!!